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Ad rates soar for India-Pakistan series
Sponsors, advertisers are queuing up for the first bilateral series between the arch-rivals after a gap of five years
Sports broadcaster ESPN Star Sports may see advertising revenue rise as ad rates double for the India-Pakistan cricket series beginning 24 December, with sponsors and advertisers queuing up to be part of a contest between the arch-rivals playing each other in a bilateral series after a gap of five years.
The neighbours have fought four wars with each other, the last in 1999, and last played a bilateral series in 2007. The 2009 series was called off after the terrorist attacks in Mumbai the previous year.
The series, comprising three One-Day Internationals (ODIs) and two Twenty20 matches, is expected to fetch the broadcaster more than Rs.100 crore, according to at least four media-buying executives. ESPN Star Sports declined comment for the story.
Advertising spots are being sold for nearly Rs.7-7.5 lakh for a 10-second one for the ODIs and Rs.9 lakh for the Twenty20 matches. In the ongoing India-England series, spots were sold for around Rs.3.5 lakh per 10 seconds for the ODIs and Rs.4.25-4.5 lakh for the Twenty20 matches.
Read More: Ad rates soar for India-Pakistan series - Livemint